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영어

The purpose of this study is to examine the effect on the perception of tourism destination attractiveness of tourism storytelling. For this study, factor analysis and multiple regression analysis were done with SPSS version 19.0, using of samples of 257 among 300 tourists who had tourism storytelling experience. This study enumerates four variables that were initially perceived to have an effect on attributes of tourism storytelling. These tourism storytelling variables are as follows: Interest, characteristic, information, understandability. And these perceptions of tourism destination attractiveness are as follow: Reliability, comfortability, consumability, attractiveness. First, according to the analysis of the effect on the perception of tourism destination attractiveness of tourism storytelling, 'interest and information' influenced reliability, 'interest, characteristic and understandability' affected comfortability, while 'interest and characteristic' had significant influence on consumability and attractiveness. Second, each of two factors affected tourist satisfaction: Interest & characteristic in terms of tourism storytelling and comfortability, consumability in terms of the perception of tourism destination attractiveness. Third, interest and characteristic had influence on the intention of repurchasing tourism storytelling. In addition, two factors significantly affected the recommendation: Characteristic and information. Finally, reliability, comfortability and consumability had influence on the intention of repurchasing and two factors significantly affected recommendation: Reliability and consumability of the tourism destination attractiveness.